Making Longform Radio Work By Bill Sullivan From the July 2005 issue of Electronic Retailer magazine

Whenever I attend an E.R.A. show to talk about the benefits of radio, I am invariably approached by experts in the direct response television arena who ask me why their successful TV infomercials don't work on radio. You'd think it would be a slam dunk, wouldn't you? If you have tested and proven your creative on TV, then there is no reason why it shouldn't translate into radio success, right?

Wrong. I'm not saying it never works, but it doesn't happen often. Why not? In my experience, the answer usually comes down to the fact that radio is not television. On radio, you can't show beautifully lit product shots. You can't show before and after photos. You can't show perfectly-toned models with perfect teeth and perfect hair demonstrating how easy it is to use your product. You can't show the audience how their lives will change for the better when they purchase your product.

Did you notice a specific verb that was in each of the previous four sentences? It was "show." In radio, you have to create reality in the audience's mind without the benefit of showing them pictures. To convey reality in the imaginations of radio listeners requires sharp writing and experienced voice talent. One of the great advantages of radio is that sometimes imagined reality is far more potent than filmed reality as it allows the consumer to picture their lives improved through your product. Imagining how they will look and feel thanks to your product can be significantly more powerful than images of gorgeous models using your product. The identification is much stronger—and can be more realistic. There's no image of a professional model to cause the listener to think "I could never look like that" or "I could never be that successful or happy."

Another difference between television and radio is the audience itself. You have to tailor your creative to the interests and expectations of radio listeners. Using a TV show model is more likely to alienate a radio listener than captivate him or her. People who listen to radio shows are looking for information and provocative conversation. They are often turned off by a hard sell, sure—they demand results and value like all consumers, but they are more likely to respond to your call to action if it presented not as a sales pitch, but as information provided by your show's host or guest speaker. A straight-forward conversation between an engaging host and a passionate expert on the subject at hand, plus a limited number of expert or user testimonials will captivate your audience and build the reality that is critical to success. Adding a caller or two to voice questions that consumers may be asking themselves helps bolster the reality and draws the audience in, making your listeners more receptive to your message and your pitch.

On top of the creative decisions that must be made, you should also take into account the format of the stations you select. When you match your product to the format of a station and the demographics of its listeners, you increase receptivity. Unlike television viewers who flip through channels until something catches their eye, radio listeners tend to choose from a select few stations in their market that provide them with programming that speaks to their interests. Matching an anti-wrinkle cream with a popular standards, oldies, or talk station makes more sense than running on a hip-hop or top forty station.

I know I make it sound easy here, but these seemingly simple suggestions are the end result of years of experience. Success in radio block programming is just as difficult as it is in the DRTV world, but the initial investment is much lower. That makes radio an attractive medium in which to test a new product or hone your message before rolling out a television campaign. Long form radio is also an excellent way to build on an already successful TV campaign, reaching a previously untapped consumer base. You can increase your chances of success by working with experienced radio experts who will analyze what works well in your TV infomercial and translate it to the world of the imagination, and who will also develop a media buying strategy to suit your needs and goals.

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